Study Finds Increase in Mobile Marketing Receptiveness and Adoption

The Mobile Marketing Association (MMA) has issued a report which has found that overall interest in mobile marketing varies by geography. The United States and Western Europe report comparable interest levels in mobile marketing; similar interest levels are also noted among mobile phone users in Asia Pacific and Latin American markets.

One-in-four mobile users in the US and Western Europe express strong or moderate interest in mobile marketing. Interest levels are higher in Asia Pacific and Latin American markets where roughly one-half and two-thirds of mobile users respectively express strong or moderate interest.

In all regions, "text-to-win" and interactive voting campaigns are the most common efforts in which mobile users have participated.

"The Annual Mobile Attitude and Usage Study is one of the most powerful tools available in our industry and we are pleased to expand the number of countries profiled in this yearÃ's study," said Laura Marriott, president of the MMA. "Consumers are becoming more adept at using their mobile devices, opening the door to help them to explore and discover mobile marketing campaigns."

"Overall interest levels in the mobile marketing concept vary by market and geographic region - however, common in all markets is the importance of mobile phones in daily life. Further, all markets show an ever increasing reliance on services that are precursors and enablers to mobile marketing efforts," said Beth Ritchey, Vice President, Synovate Tech and Telecom. "This yearÃ's Mobile Attitude and Usage Study contains a wealth of information geared to help marketers understand market trends and opportunities in both individual markets and geographic regions."

The global study covers the following markets: Argentina, Australia, Brazil, China, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, Singapore, South Korea, Spain, United Kingdom and United States.

Posted to the site on 13th November 2008